E

* The launch of HBO in 1976 was used to estimate the beginning of cable as an entertainment/advertising medium. Though cable technology was developed in the late 1940s, its initial use was primarily for the improvement of reception in remote areas. It was not until HBO began to distribute its pay-TV movie service via satellite in 1976 that the medium became a distinct content and advertising alternate to broadcast television. + Morgan Stanley Technology Research Estimate

Figure 15-4 Adoption curves for various media—the Web is ramping fast 120

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